A renowned manufacturer, Dhananjai Lifestyle Limited has launched two t-shirts brands to penetrate deeper into the booming t-shirt market. Paramita Mukherjee, National Sales and Business Development Manager, Dhanajai Lifestyle shares with Images Business of Fashion what they are all about and the thought behind the twin launch.
Dhananjai Lifestyle Limited is a renowned name in the apparel industry. One of the stars of East India, the company is renowned for its hugely successful kid’s wear brand Eteenz. Eteenz is a value brand for kids aged 0-14 years and offers a range that spans apparels, footwear and accessories for kids. With an experience of about four-decades and an in-depth understanding of the apparel industry and market needs, the team at Dhananjai Lifestyle has now launched two t-shirts brands for men—DJs and Wildwood.
Excerpts from the interview
Tell us the new brands launched from Dhananjai Lifestyle.
Paramita Mukherjee (PM): We are launched two new men’s t-shirt brands under Dhananjai Lifestyle – DJs and Wildwood – for males between the age group of 16-40 years. Being in the manufacturing line for long, we understand what the customer wants and we also found that the retail segment for t-shirt is vastly untapped with only few players operating in an organised and professional manner.
What are the USP of the brands?
PM: DJs is a premium category t-shirt brand for men. The DJs collection is made from organic cotton (160 gsm) and treated with enzyme wash. The introduction of enzyme wash on organic cotton is an upcoming thing, which we felt very few companies have tried. On the other hand Wildwood is a mid-level t-shirt brand that caters to young adults and males. The USP of these brands are that they are value for money t-shirts. They are available in the very affordable price range. The price range of Wildwood t-shirts starts from Rs. 399 and DJs t-shirts are prices at Rs. 499 onwards.
What is your marketing strategy for the brand?
PM: We have aggressive plans to go pan India. Both of the brands with be available at the company’s exclusive outlets. Apart from this, they will also be retailed at multi-brand outlets across the country.
What is your opinion on t-shirt consumption trends in India?
PM: The acceptance as well as preference for t-shirt is growing among the fashion consumers. According to the fashion scenario today, you can wear a t-shirt anytime and anywhere; be it at parties, for shopping or in the night. Nowadays, a t-shirt is even acceptable in corporate work environments. At the same time, new trends like digital prints on t-shirts, organic techniques like bio-wash, fashion elements and embellishments on t-shirts, etc. are taking t-shirts to a new level totally as a fashionable product.
What are your future plans in t-shirts?
PM: We want to go deeper into the fashion quotient while manufacturing our t-shirts. We want to sustain high quality with innovative designs and latest fashion elements. We wish to expand further in manufacturing t-shirts for the discerning consumers.
